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The Skalica miniplex was the sixth in the CineMAX chain after theatres in Trnava, Poprad, Trencin, Nitra and Dunajska Streda. It opened 15th November 2007 as usual is a part of the shopping center MAX, which was opened two weeks earlier. Total floor area of the center is 15,000 m2, lease areas are in the volume of 8,500 m2. It is directly connected to the Tesco hypermarket and the electronic store Nay. It has 65 retail and services establishments, 5 restaurants and cafes, a food court and 500 parking spaces.
CineMAX Skalica has three screens and a total capacity of 433 seats. The biggest screen (A) with 197 seats and one of the small screens with a capacity of 118 seats © are digital. The first digital projection was screened in the first quarter of 2010. Used digital video technologies were Christie CP-2000 ZX (Screen A) and CP2210 (Screen C) projectors and Doremi DCP2000 cinema servers and the xPand 3D-system in both auditoriums. The digital audio system was delivered by Dolby Technologies (Dolby Surround EX).
Continental Film, the operator of CineMAX cinemas tried hard to receive a grant from the Slovak Audiovisual fund for digitalization of two of CineMAX Skalica’s screens. The company filed three applications for grants totalling more than 105 thousand Euros, but wasn’t in competition with independent single screen cinemas to be successful. The CineMAX chain received funding to digitize three other screens in the eastern Slovak cities Kosice, Poprad and Presov.
Latest official data from 2010 say that CineMAX Skalica had 2,692 movie showings and an overall attendance of 66,050 spectators. The miniplex in Skalica therefore belongs to the less visited multi screen cinemas in Slovakia.
The reason for the relatively low attendance besides weaker tenants of the shopping center may be the proximity of shopping centers in the Czech Republic. Residents of border tend to go shopping in the neighboring Czech Republic because of lower prices.
Total revenues of the miniplex are the fourth lowest among the multi-screen cinemas in Slovakia. Only cinemas CineMAX Dunajska Streda, Ster Century Cinemas Kosice and the freshly opened Ster Century Zilina had lower sales in 2010.
Despite the weaker results it is not likely that the Skalica miniplex would be closed in the near future. The main reason is that in the surrounding towns there are no competing theaters planned.
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